/Optimization and Testing
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Adding a caution message

Test #4: “Adding a caution message”
We mentioned in a previous post that users typically have one goal when they come to a site, and purchasing ancillaries is usually not that goal. The challenge becomes how to get the customer’s attention and provide a compelling reason for them to consider adding an ancillary. Most of us

Creating a Testing Culture

What is a testing culture? This may vary from organization to organization, but in my mind it means that testing is at the center of every customer-facing change an organization makes. If there is a pending change to a website or mobile application, then we will always look to test the change before making it

By |March 26th, 2018|Blog, Optimization and Testing, Test Process|0 Comments

Sampling with Hashing

A common technique used when introducing a new idea is to test it against a sample population. If it does well with the sample we can conclude that it will do equally well with a larger audience. We can improve the validity of that conclusion, however, by following a couple of important principles.

Randomness –

By |March 12th, 2018|Blog, Optimization and Testing, Technology|1 Comment

Leading with clear product purpose and value

Test #3: “Leading with clear product purpose and value”
At Fusion, we learned a long time ago that users typically don’t like the thought of adding more to their order than what they came to buy. Users have one goal when they to come to your site, and any offers that add or detract from that goal can

By |March 8th, 2018|Ancillaries, Blog, Optimization and Testing, Site Design, UI/UX|Comments Off on Leading with clear product purpose and value

How these UX changes to ancillary products combined to show a +21% lift in revenue

Test #2: “Multiple layout and design changes can improve the UX”
 
Goal:
Implement a layout which simplifies the process for selecting and adding ancillaries while removing products which are not available or are dependent upon other selections will increase revenue per experience.
Key Performance Indicator (KPI):
Purchased Premium/Total Offer Premium
Traffic Source:
Desktop traffic only
Summary of difference(s) between variations:

Figure 1: Variation

By |February 19th, 2018|Ancillaries, Blog, Optimization and Testing, Site Design, UI/UX|Comments Off on How these UX changes to ancillary products combined to show a +21% lift in revenue

15 times we added 15% or more revenue to our travel client’s businesses

What’s the magic formula for adding more revenue?  I hate to break it to you, but there is no magic formula or “secret sauce”.  The way to do it is to test everything – but you have to do it properly and with diligence.  Fusion can help your organization understand your current gaps and provide

By |February 8th, 2018|Ancillaries, Article, Blog, Optimization and Testing|Comments Off on 15 times we added 15% or more revenue to our travel client’s businesses

2017: Customizing Online Sales in the Era of the Consumer

During 2015 online retailers can expect a growing demand for customized shopping experiences, especially from travelers, as well as consumers in general. Market trends indicate savvy shoppers are increasingly demanding that retailers tailor their offerings to best suit specific consumer needs and provide a unique and seamless shopping experience.

In addition to consumer expectations, tre
nds within

By |June 12th, 2017|Blog, Optimization and Testing|Comments Off on 2017: Customizing Online Sales in the Era of the Consumer

Core Product Revenue vs. Ancillary Revenue

We’ve been talking a lot about ancillary revenue in previous posts. What is the difference between ancillary revenue and core product revenue? Here’s a quick overview.

Core product margin is the operating profit percentage on the product most associated with the retailer. In the case of an airline, this would be the margin on a plane

By |January 17th, 2017|Blog, Optimization and Testing|Comments Off on Core Product Revenue vs. Ancillary Revenue

If You Can’t Beat Them…

If your business depends on online sales and marketing, this statement from Amazon’s CEO, Jeff Bezos, given during an interview with the Harvard Business Review, should certainly catch your attention: “Percentage margins are not one of the things we are seeking to optimize.”

Are you getting that? The largest online retailer in the world isn’t worried

By |January 3rd, 2017|Blog, Optimization and Testing|Comments Off on If You Can’t Beat Them…

Pricing Pressure, Multi-Screening and Testing

Search and social media exert a tremendous downward pressure on primary product pricing, as we’ve discussed previously, by making it much easier for customers to compare pricing across retailers, both online and off. But there’s another aspect of the social age that should be a cause for concern for online retailers: Multi-Screening.

According to a Google

By |December 5th, 2016|Blog, Optimization and Testing|Comments Off on Pricing Pressure, Multi-Screening and Testing
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